Examining the Influence of Social Norms on the Intention to Use Social Networking Media: A Study of Generation Z in Indonesia

The objective of this study is to observe theinfluences that affect the dissemination of social networkingmedia among Generation Z in Indonesia. The country has beendubbed a ‘sweet spot’ for Internet-based business. However,there are still very few social media companies which haveopened their bases in Indonesia. Is it because of the slow pace oftechnology acceptance in the country? A conceptual model of theTechnology Acceptance Model (TAM) is proposed andempirically tested in the context of social networking mediausage. Subjective norms were added on as an external factor,since they are said to have an impact on the nature of using socialnetworking media. Structural Equation modeling was used onthe survey data from 200 respondents from a particular group(Generation Z, age 11-16) to test the model’s fit and thecorresponding hypotheses. The results show social norms werenot a factor influencing the usage of social media. Usefulness withan indirect influence from ease-of-use were the factors that couldencourage the spread of social media